The 63rd edition of Lisboa Fashion Week takes place, in co-organization with the Municipality of Lisbon, between 10 and 13 October 2024. MODALISBOA SINGULAR is a celebration of the relationship between the capital and the Fashion Week, the product of an effervescent, transformative, bright and cross-cultural city. SINGULAR, because it’s unique. And to be unique, it needed to be innovative and disruptive, opening new doors, building heritage. That is also its mission, and what it will do, clearly, in its October issue.

The first mirror of this uniqueness is the communication campaign, launched today and signed by Havas Portugal, with production by Casper Films. MODALISBOA SINGULAR is the line that joins the cult, secret, culture and future city to reveal finally the plurality of spaces, creators and creatives who build a Fashion Week. The film is also inspired by a new ModaLisboa Association strategy, which redesigns the event programming to respond to the evolution of the Fashion Industry context and the society that defines it. So, new spaces are announced, new ways to think the event, to experience Fashion, and to live the city.

In anticipation of the official calendar, ModaLisboa opens its design POP-UP STORE on October 2, at Locke de Santa Joana, the new official hotel of Lisboa Fashion Week. The temporary store, open until October 13, features ModaLisboa designers and a selection of national brands to encourage direct contact between creatives and the various audiences intersecting in this privileged location.

Maintaining the basis of the presentations of the new collections of the national creators in the monumental Pátio da Galé, the geographic expansion of ModaLisboa to the axis of Avenida da Liberdade is consolidated on October 10, with the return of the free entry exposition WORKSTATION NEW MEDIA. The project implemented with the support of the Portuguese Republic — Culture/General Directorate of Arts aims to show, until the 13th in the National Society of Fine Arts, new languages and immersive experiences in the intersection between Fashion, Visual Arts and Technology. More information about the project, including guest artists, here.

But before the exhibition, MODALISBOA SINGULAR promotes its noble moment of thought: FAST TALKS that, also on the 10th, open the official Lisboa Fashion Week schedule. Back to the newly opened MUDE – Museum of Design, conferences, with national and international speakers, focus on the transversality of technology in Fashion practice as well as the role of Creative Industries in the city’s regeneration. Soon after the conversations, and also in MUDE, the results of the second edition of the beat by be@t project, the sustainability innovation program for Textile and Fashion Industry led by CITEVE and BCSD Portugal, are finally revealed. To Pátio of Gale, MUDE, National Society of Fine Arts and Locke Santa Joana, Lisboa Fashion Week will also add other spaces and respective programming, to be revealed in the coming weeks.

MODALISBOA SINGULAR is the result of a strategic planning by the ModaLisboa Association, and brings together the work of a multidisciplinary set of creators — from the ten new competitors in the SANGUE NOVO contest, which present their collections on October 11, in MUDE, to the most renowned names of Portuguese Fashion, returning to Pátio da Galé — and also a great diversity of projects and free-entry events that inform, reinforce and complete the programming. SINGULAR is, in addition to the reflection of the city’s new paradigms, to know how to recognize the purpose that binds together the various forms of creation and uniting them in an aggregator event with a new perspective on its role, with the aim of encouraging a global mobilization of Lisbon towards cultural participation. Because to be singular, it needs to be, first, plural.

MODALISBOA. SINGULAR, after all.

CAMPAIGN TECHNICAL SHEET

Agency: Havas
Executive Production: Nuno Lobo, João Cabezas. Casper Films.
Direction: Bruno Ferreira
Photography Direction: Bernardo Infante
Photography: Marcus Sabah
Direction Assistants: Ana Moreira and Carlos Malta
Image Assistants: Fernando Tavares, Maria Inês Rodrigues e Catarina Santos
Production Chief: Mónica Figueira
Production Coordinator: Mónica Martins
Location Manager: Andreia Monteiro
Production Assistants: Urshi Cardoso and Hugo Granjo
PPM: Diana Oliveira
Production Van: David Almeida
Art Direction: Marta Cruz
Handyman: Ivna Carvalho
Styling: Larissa Marinho assisted by Sofia Amaral Coelho
Make-up: Joana Lopes, Catalina Canas, Sandra Alves and Marcelo Duarte for Antónia Rosa Studio
Hair: Ana Fernandes, Nicole Francisco, Paulo Vieira and Edgar Santo for Helena Vaz Pereira/Griffe Hairstyle
Electrician Chief: Sérgio Pontes
Electrician Assistants: Tiago Jesus and Luís Carneiro
Camera: Planar | José Tiago
Light/Grip: STP | Sérgio Pontes
Production Material: New Play | David Almeida
Editor: Hugo Alves
Post-Production: Miguel Diogo
Sound: Som de Lisboa
Grading: Bernardo Infante
Music: MÁXIMO
Casting: Ana Julia and Yanessa, Karacter; Mingze and Ezy, We Are Models; Diogo Faial, Gany Camara, Nikita and Elis Meeksa, Face; Sahil and Junior, Just; Ariel, Miriam and Aurora, Papaya.

HAVAS TEAM
CEO: Pedro Graça
CCO: Paulo Pinto
Creative Director: José Vieira
Digital Creative Director: Margarida Pedreira
Account Director: Maria João Ramos
Production Director: Raquel Gomes da Costa
Creative Duo: Rita Neves and Vasco Carvalho
Director of Strategic Planning: Gabriel Batista
Advertising Account Manager: Sofia Tavares de Carvalho
Digital Designer: Guilherme Carvalho
Art-finalist: Nuno Nascimento

Special Thanks: Lisboa Film Commission

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